Research On Marketing Strategy Of X Securities H Branch Under The Background Of Internet

China’s securities market was established in the early 1990 s and has become the second largest market in the world in just 30 years.The multi-level market structure has taken initial shape,and the operation mechanism is improving day by day.The number of listed companies keeps increasing,which provides a large amount of funds for the development of enterprises and provides a strong impetus for economic development.Securities companies play an important role as participants in the securities market.The development of Internet technology has changed people’s way of life,and mass consumption has shifted from offline to online,while the outbreak of COVID-19 has further strengthened online consumption habits.At the same time,the change of this way has a great impact on the operation pattern of the securities market.The traditional marketing mode of securities companies relying on offline physical outlets to carry out business has been significantly impacted,which requires securities companies to actively promote the reform and innovation of marketing mode,so as to form a higher market core competitiveness and seize a larger market share.Taking H Branch of X Securities as the research object,this paper discusses its marketing strategy under the background of Internet.Through PEST theoretical model,the macro environment of H Branch of X Securities is analyzed from four dimensions of politics,economy,society and technology,and the micro environment of H Branch of X Securities is studied by SWOT analysis matrix,and the challenges and opportunities faced by marketing in the context of Internet are analyzed.Based on my years of working experience in H branch of X Securities,this paper introduces the current marketing situation of H branch of X Securities,analyzes the existing problems and reasons in the marketing of H branch of X Securities,and provides a basis for the formulation of service marketing strategies.Based on 4C marketing theory,this paper proposes customer-centered marketing strategies: to meet the needs of target customers,achieve the expected cost of customers,improve convenience,and strengthen communication with customers.At the same time,in order to ensure the smooth implementation of marketing strategy,the corresponding marketing guarantee measures are put forward.In this paper,the classical theory of marketing is combined with the new problems,new environment and new situation faced in reality,and the search for new marketing strategies under the background of the Internet has important practical value for the development of brokerage business.In addition,it also has reference value for the development of brokerage business of similar securities companies.